Why am I not receiving any enquiries via my website, even though it looks professional?

A nice website alone will not convince anyone. If it fails to address your target audience, highlight the benefits or encourage visitors to take action, it will remain nothing more than an empty shop window.

How can I tell if my website has conversion problems?

If visitor numbers are good but you're not receiving any enquiries, it's almost always down to the structure, the text or a lack of trust.

What does conversion optimisation really achieve – is it worthwhile for small businesses?

Yes, every customer gained is crucial, especially for SMEs. An optimised website can turn 100 visitors into 10 enquiries – instead of zero.

What role does the text on the website play in sales performance?

Texts are your salespeople on the internet. If they are not clear, understandable and customer-focused, they will not sell anything.

How can I recognise a good call to action?

It is visible, understandable and acts like an invitation – not like a command line. 'Get advice now' often works better than 'Send'.

How much does a good website that also attracts customers cost?

The range is wide. The decisive factor is not the price, but whether the concept, texts, structure and technology work together – this can start at £3,000.

Can I win more customers with a website relaunch?

If the focus is on strategy, target group and conversion: yes. If only the design is modernised: probably not.

How do I find an agency that really understands conversion?

Ask about projects with measurable success, not just pretty designs. A good agency analyses, tests and thinks in terms of benefits – not just pixels.

How important are loading times for conversion?

Very important. Every second of delay can mean up to 20% fewer conversions. Speed is a selling factor.

What can I do myself to improve my homepage?

Start with clear headlines, a value proposition in the first view area and an eye-catching, appealing CTA.

Why your website isn't selling
– even though it looks good

You've invested, designed, optimised – but customers are still staying away? The mistake is rarely in the design, but much more often in the thinking. Read on if your website looks good but isn't paying off.

Even the most beautiful shop is useless if no one buys anything

You have a website you are proud of. It is stylish, modern, mobile-friendly – maybe even has an animated slider and a video in the background. And yet: you are not receiving any enquiries. No customers. No sales via the website.

„Many websites are like glossy brochures in the desert – attractive, but no one sees them and no one understands what is being sold.“
– From consulting practice at infiniWEB

Conversion begins in the mind – not in the code

In classic marketing, there is the well-known AIDA model: Attention – Interest – Desire – Action. Most websites fail at the first two stages. Either they don't get any attention (because they rank poorly or load too slowly). Or they don't generate any interest – because the content is too abstract, too technical or simply too boring.

And even if it makes it to the ‘desire’ stage, the ‘action’ often fails to materialise in the end: the visitor doesn't know what to do. Or why they should do it. The button is hidden somewhere. The contact details are unclear. The benefits are vague. Trust? None whatsoever.

And this is the crux of the matter: conversion is not a technical function. Conversion is a mental process. It begins with understanding the customer – and ends with an action that they perform voluntarily and with a good feeling.

Typical conversion killers – and how to spot them

No clear call to action
Too much text, too little benefit
Images instead of arguments
Unstructured page layout
No trust elements (reviews, seals, etc.)
Distractions such as carousels, pop-ups, unnecessary effects

„We often see websites where the footer has more contrast than the purchase button.“
– UX audit for a tradespeople portal

Diagnosis: Website not working – what to do?

Check loading time (PageSpeed Insights, Core Web Vitals)
Outline conversion funnel
Measure behaviour (Hotjar, Matomo, GA4)
Critically review texts: Are they useful? Clear? Well structured?

„Technology is important. But text, structure and psychology determine whether someone acts – or just looks.“
– Strategy workshop with a regional hairdressers' association

Content that sells – not confuses

Clarity before creativity
Address customer problems first
Make benefits visible
Structure texts, make them scroll-friendly

„Writing texts is like cleaning windows: only when everything is clear does the light shine in properly.“
– Content tip from an SEO workshop

It's all in the layout – how to structure your page

Hero area with USP
Build trust immediately afterwards
Benefit arguments in blocks
Repeat CTAs several times (but discreetly)
Footer as a trust anchor

FAQ – Frequently asked questions about conversion optimisation

1. Why am I not receiving any enquiries via my website, even though it looks professional?: A nice website alone will not convince anyone. If it fails to address your target audience, highlight the benefits or encourage visitors to take action, it will remain nothing more than an empty shop window.
2. How can I tell if my website has conversion problems?: If visitor numbers are good but you're not receiving any enquiries, it's almost always down to the structure, the text or a lack of trust.
3. What does conversion optimisation really achieve – is it worthwhile for small businesses?: Yes, every customer gained is crucial, especially for SMEs. An optimised website can turn 100 visitors into 10 enquiries – instead of zero.
4. What role does the text on the website play in sales performance?: Texts are your salespeople on the internet. If they are not clear, understandable and customer-focused, they will not sell anything.
5. How can I recognise a good call to action?: It is visible, understandable and acts like an invitation – not like a command line. ‘Get advice now’ often works better than ‘Send’.
6. How much does a good website that also attracts customers cost?: The range is wide. The decisive factor is not the price, but whether the concept, texts, structure and technology work together – this can start at £3,000.
7. Can I win more customers with a website relaunch?: If the focus is on strategy, target group and conversion: yes. If only the design is modernised: probably not.
8. How do I find an agency that really understands conversion?: Ask about projects with measurable success, not just pretty designs. A good agency analyses, tests and thinks in terms of benefits – not just pixels.
9. How important are loading times for conversion?: Very important. Every second of delay can mean up to 20% fewer conversions. Speed is a selling factor.
10. What can I do myself to improve my homepage?: Start with clear headlines, a value proposition in the first view area and an eye-catching, appealing CTA.

Conclusion: Your website is not a picture – it is a tool

Design is important. So is technology. But the real hero of your website is the visitor – and their path to making an enquiry. If you guide, inspire and convince them, your website will not only look good – it will also sell.